Elle Publisher Rebrands Corporate Name, LogoHachette Filipacchi Media U.S. to be known now as HFMUS.

Not long after its French parent company shot down rumors that it planned to off-load the majority of its U.S.-based magazines to Hearst, Hachette Filipacchi Media U.S. is getting ready to change its name and subsequently its corporate logo. Moving forward, the company will be known only as HFMUS.

Hachette says the letters in new logo [pictured] are slanted forward, or toward “the future,” in an effort to “reflect the agile and future-focused mindset of our new corporate culture.” The logo doesn’t include any punctuation to stress the “social community and collaboration” within the company. (Instead of U.S. at the end, US with no punctuation represents the “familial us,” the company says.)

The Elle and Woman’s Day magazine publisher also is getting ready to relocate its headquarters this fall from its longtime 50th St. and Broadway offices to the Time Life Building at 1271 Avenue of the Americas. The company is expected to maintain its other sales and marketing offices in various locations around the country.

HFMUS is owned by Paris based Lagardere Group. In addition to Woman’s Day and Elle, it publishes titles including Elle Décor, Car and Driver, Road & Track and Cycle World.